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论文编号：	12821
作者编号：	2320190534
上传时间：	2021/12/9 14:22:23
中文题目：	A公司海洋装备事业部营销策略研究
英文题目：	A Company Marine Equipment Business Unit Marketing Strategy Research
指导老师：	刘建华教授
中文关键字：	制造业服务化；营销策略；可再生能源装备；海洋装备产品
英文关键字：	Manufacturing servicizing；Marketing Strategy；Renewable Energy Equipment；Marine Equipment
中文摘要：	海洋可再生能源是可再生能源的重要组成部分。我国政府已多次宣布中国的低碳承诺，力争在2030年前二氧化碳排放达到峰值，努力争取2060年前实现碳中和。在海洋可再生能源大规模发展的浪潮中，能源利用装备，已成为行业发展的瓶颈，正在处于迅速发展的时代。行业相关新的理论都在迅速井喷式发展。 A公司是国有大型装备制造类企业，是国家特大型骨干企业，拥有辉煌的历史，海洋装备事业部是A公司布局在海洋可再生能源领域的重要支点。本文使用文献研究法、案例研究、理论与实践相结合的方法，对A公司海洋装备事业部的营销策略进行了研究。简述了事业部、产品和营销现状。使用宏观环境分析PEST模型，分析了事业部的政治、经济、社会、技术等宏观环境。使用竞争环境分析工具波特五力模型，分析了现有竞争者、潜在进入者、替代产品、买方议价能力和供应商议价能力。使用优劣势分析工具SWOT模型，分析了事业部的优势、劣势、机会、威胁。在此基础上，分析了事业部目前营销遇到的困境，主要以营销体系服务化转型滞后为核心的一系列问题。之后，分析了事业部的细分市场、目标市场和市场定位，使用服务营销7Ps理论，为企业制定了包括产品与价格、渠道与促销、过程、人员与有形展示的组合营销策略。在组织结构与制度、企业文化与人力资源、技术创新三方面，提出了保障措施。总结来说，本文简述了研究背景及研究内容、意义。在第二章进行了相关理论回顾。之后在分析营销环境的基础上，提出了目前遇到的困境与问题。通过目标市场分析与选择，确定了市场定位。之后设计了营销策略和保障措施。
英文摘要：	Marine Renewable Energy is a key component of the Renewable Energy .China government has already declared to undertake low-carbon policy，to push to peak carbon dioxide emissions before 2030,to achieve carbon neutrality before 2060.In the business of Marine Renewable Energy Developing , Energy utilization Equipment has become the bottleneck ,and it is during the period of rapid development . Theory of the industry is under growth spurt. Company A is a state-owned manufacture company , it is an extra-large enterprise and core enterprise in China with glory history. Marine Equipment BU is the important distribution in the Marine Renewable Energy Business Area. This text studies Marketing Strategy of A Company Marine Equipment Business Unit, by literature research method and combination of theory and practice. Firstly it present the brief condition of BU, product condition and marketing condition. By using macro-environment analyzing tool PEST, it analysis the politics, economics, society and technology factors. By using competition environment tool Michael Porter’s Five Force Model, it analysis the rivalry, threat of new entrants, substitutes, bargaining power of suppliers, bargaining power of buyers. By using strength & weakness analyzing tool SWOT model , it analysis the strength ,weakness, opportunity, threat of BU. Based on the analyzing result, it raises the marketing dilemma of BU, it consists of a series of questions .Core question is the lag of marketing system servitization transformation. Then , by using STP method , it analysis the market segment, target market and market position .By using service marketing 7Ps method , it formulates the marketing mix strategy consisting of product and price , process , people and physical evidence, place and promotion. It formulates the supporting measure consisting of organization structure and regime, enterprise culture and people resource , technology innovation . In summary, this text introduces the research background, content and significance. It reviews the related method in CHAPTER TWO. Based on the marketing environment analyzing, it raises the dilemma and question in CHAPTER THREE. By analyzing target market and selection , it confirms the market position. Then it formulates the marketing strategy and supporting measure in CHAPTER FOUR AND CHAPTER FIVE.
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